Marketing/R&D integration in the pharmaceutical industry

Abstract

Integrating marketing and R&D inputs is one of the fundamental challenges in managing innovation. In the pharmaceutical industry, considering its reputed ‘technology push’ model of innovation, the challenge of integrating marketing and R&D could hardly be greater. Thus, the recent trend among pharmaceutical firms of implementing Marketing/R&D integrating mechanisms calls for upgrading our conceptualization of the innovation process in this industry. It also raises important questions regarding Marketing's contribution in new product development, and how to organize to assure that contribution is leveraged. We use the case of a pharmaceutical firm which recently implemented Marketing/R&D integrating mechanisms to examine Marketing's new roles. We find that the extreme conditions surrounding innovation in the pharmaceutical industry, notably the need to cope with Knightean uncertainty, highlight important contributions of Marketing input in R&D that deserve more attention. We suggest that Marketing's most important contribution under these conditions lies in ‘not getting it wrong’ rather than ‘getting it right,’ in setting minimum criteria in project evaluations rather than definite targets, and in refocusing the attention of R&D staff through the very process of providing this input. Given the value of these contributions, modern pharmaceutical firms would indeed be ill advised to think of drug discovery as merely a linear process. Drug development has become an interactive process where the timing, type and impact of Marketing involvement is balanced and managed via certain organizational mechanisms throughout the R&D process, which is an iterative one.